Privacy Policy

Your closet, and your choices

Last updated: July 21, 2026

Cher (“the app,” “we,” “us”) is operated by Phinke, LLC. This policy explains what we collect, how we use it, who we share it with, and the choices you have. By using Cher you agree to this policy and to our Data Policy.

Information we collect

• Account details. When you sign up we collect your name, email address, and a password (passwords are handled and stored by Google Firebase Authentication, so we never see your plaintext password). If you sign in with Apple, we receive the name and email Apple chooses to share.
• Photos you provide. Photos you take or upload of clothing, tags, and labels so the app can identify items and build your closet.
• Closet and outfit data. The items you save, outfits you create, and details like brand, category, color, and notes.
• Style preferences. Optional preferences you set, such as clothing and shoe sizes, jewelry-color preference, and style types, used to tailor identification and suggestions.
• Usage and diagnostic data. Product-analytics events (for example, which features you use) and crash reports, including a randomly generated identifier tied to your account.

How we use your information

• To identify clothing from your photos and return product matches, images, and shopping links.
• To store and organize your closet, outfits, and preferences across your devices.
• To operate, maintain, debug, and improve the app.
• To build aggregated and de-identified insights about fashion, style, and shopping trends.
• To communicate with you about your account or support requests.

How photos are processed (AI services)

To identify items and style outfits, Cher sends the photos you provide to third-party AI services for processing: Google Gemini (to read tags, identify and describe garments, and generate clean product-style images) and Anthropic (Claude) (to style outfits from images and descriptions of your pieces). If you use the virtual try-on feature, the garment image and the photo of yourself you provide are sent to FASHN to generate the try-on image. We may also send text queries derived from your photos to web and image search providers (Brave Search and SerpAPI) to find matching products. These providers process the data to perform the requested task on our behalf.

Sharing your information

We do not sell your personal information, and we do not share it with advertising, marketing, or data partners. We share information only with service providers that help run Cher, and only for that purpose:

• Hosting and storage (Google Firebase), which holds your account and closet.
• AI services that read your photos to identify clothing. They process the images to do that and do not use them for anything else.
• Crash reporting and usage analytics, so we can see what breaks and what gets used. This is first-party product analytics. It is not advertising, it is not combined with data from other apps or companies, and you can turn it off.
• Payments (Apple, via the App Store) for subscriptions.

Data you bring in by connecting a third-party account, such as Pinterest, is covered separately below.

Connecting Pinterest and other accounts

Cher lets you optionally connect a third-party account, such as Pinterest, to personalize your experience. If you choose to connect Pinterest, then with your permission we access your Pinterest profile and your boards and Pins, including saved Pins, through Pinterest’s API.

We use this information for one purpose only: to understand your personal style and improve the outfit suggestions and closet experience we provide to you. Specifically:

• We do not sell, rent, or license your Pinterest data, and we do not share it with our data, analytics, or advertising partners.
• We do not use your Pinterest data for advertising, retargeting, or to build advertising audiences.
• We access it on a read-only basis and use it only to provide features to you, in line with the Pinterest Developer Guidelines and Platform Policy. Your use of Pinterest also remains subject to Pinterest’s own Privacy Policy and Terms.

You can disconnect Pinterest at any time from Profile → Style preferences in the app, or by revoking Cher’s access in your Pinterest account settings. When you disconnect, or when you delete your Cher account, we delete the Pinterest data we stored, except where we must retain it to meet a legal obligation.

Connecting Gmail

Cher lets you optionally connect your Gmail account so the clothes you have bought online can be added to your closet without photographing them. If you choose to connect it, then with your permission we read your mailbox through Google’s Gmail API on a read-only basis.

We look only for retail order confirmations, receipts, and shipping confirmations. From each one we extract purchase details only: the item name and description, brand, product image, size, color, quantity, price, order number, merchant, and order date. Those details become an item in your closet. We then discard the message. The email itself is never stored, and nothing outside the order lines is read or kept.

• We do not sell, rent, or license your Gmail data, and we do not share it with anyone.
• We do not use your Gmail data for advertising of any kind, and we do not use it to train or improve any model beyond the styling we provide to you.
• No person at Cher reads your email. Access is automated and limited to the purpose above, except where you ask us for support, where required by law, or for security.

Cher’s use and transfer to any other app of information received from Google APIs will adhere to the Google API Services User Data Policy, including the Limited Use requirements.

You can disconnect Gmail at any time from Profile → Privacy in the app, or by removing Cher at myaccount.google.com/permissions. When you disconnect, or when you delete your Cher account, we delete the token that grants access. The closet items already created from your orders are yours and stay unless you remove them.

Service providers we share data with

Separate from the partners above, we share data with providers that help us run the app:

• Google Firebase: authentication, database, file storage, hosting, and serverless functions.
• Google Gemini and Anthropic (Claude): image understanding, styling, and image generation, as described above.
• FASHN: virtual try-on image generation.
• Brave Search and SerpAPI: product search.
• open-meteo and zippopotam.us: weather for the ZIP code you enter, to style for the conditions.
• PostHog: product analytics.
• Sentry: crash and error reporting.

Your privacy choices and rights

Turn off usage analytics. Cher does not sell or share your personal information, so there is nothing to opt out of on that front. You can stop anonymous usage analytics at any time from Profile → Privacy → Don’t send usage analytics in the app.

You can also view and edit your closet, outfits, and preferences in the app, and delete your account as described below.

California residents (CCPA/CPRA). You have the right to know the personal information we collect, use, and disclose; to access and delete it; to correct it; and to limit the use of sensitive personal information. Cher does not sell or share personal information as those terms are defined under the CCPA. To exercise these rights, contact us at the email above.

EU, UK, and other regions (GDPR and similar laws). You may have rights to access, correct, delete, port, or restrict the processing of your personal data, and to object to processing or withdraw consent. Where we rely on consent (including for selling or sharing personal data), you may withdraw it at any time.

Data retention and deletion

We keep your data for as long as your account is active. You can delete your account at any time from Profile → Delete Account in the app. When you do, your account is scheduled for permanent deletion and we erase your closet, outfits, photos, and account data after a 30-day grace period. Signing back in within those 30 days cancels the deletion. Some non-identifying, aggregated data, and data already shared or sold to partners, may be retained.

Security

We use reputable infrastructure (Google Firebase) and reasonable measures to protect your data. No method of transmission or storage is completely secure, so we cannot guarantee absolute security.

Children

Cher is not directed to children under 13, and we do not knowingly collect personal information from them or sell it. If you believe a child has provided us personal information, please contact us and we will delete it.

Changes to this policy

We may update this policy from time to time. We will update the “Last updated” date above, and significant changes will be reflected here.

Contact us

Questions or requests about your privacy? Email hello@usecher.com.